PressEnter Group boosts CRM capabilities with Optimove Deal

Malta-based PressEnter Group, the operator of online casino brands such as 21 and Nitro Casino, has partnered with Optimove, a leading CRM (customer relations management) Marketing platform, in a bid to further scale its retention marketing efforts.

The platform will power PressEnter Group's drive to further automate its CRM processes in order to take its marketing activities to the "next level."

Optimove's AI-mapped CRM journeys is expected to allow PressEnter to scale and manage "hundreds" of player segments, orchestrate real-time and scheduled multichannel campaigns, and measure the incremental value of each player interaction.

Lahcene Merzoug, CEO of PressEnter Group, said: "We are pursuing an ambitious and aggressive growth strategy in the markets where we are currently active but also in new jurisdictions where we believe players will be receptive to our brands.

“Our unique retention strategies have been a key driver in our success to date but partnering with Optimove will allow us to significantly scale this activity, specifically when it comes to automation and driving efficiencies.”

With a scientific, customer-led growth approach at the core of its marketing efforts, PressEnter said it chose Optimove for its data-driven approach to marketing and AI capabilities to help the group unlock and enhance player lifetime value in a sustainable and responsible way.

The direct integration between PressEnter and Optimove is expected to have ensured expedited time to value and a seamless, effective technology stack that has enabled PressEnter to perfect player-experience on and off-game.

Moshe Demri, general manager for Europe, Middle East, and Africa at Optimove, said: “We are honored to be chosen by PressEnter Group to support its massive expansion efforts.  In a highly competitive market such as iGaming the only way for operators to grow is with exceptional CRM Marketing. 

"Optimove is committed to our clients’ growth by providing marketers with highly sophisticated, AI-driven solutions that power personalised marketing  at scale. We are extremely proud and excited to enable PressEnter Group to expand its retention efforts, providing each player with the personalised experience they desire.”